NFL to Glendale: Shape up or lose 2015 Super Bowl events

Oct. 1, 2013
|

Jill Brown , from Virginia Beach, VA, hawks the Official Super Bowl XLII game program outside at University of Phoenix Stadium, before the big game, in Glendale, on Feb. 3, 2008. / Rob Schumacher, USA TODAY Sports

by Paul Giblin, USA TODAY Sports

by Paul Giblin, USA TODAY Sports

National Football League executives are disturbed by Glendale's perceived lack of support for the 2015 Super Bowl and warn that without a serious attitude adjustment, they'll move all non-game events to other cities.

In that scenario, Super Bowl XLIX would still be played at University of Phoenix Stadium in Glendale, Ariz., but that would be the only signature event associated with the game staged in the city.

League executives already have assigned the popular fan-oriented NFL Experience to Phoenix.

"It will not be in Glendale," league spokesman Brian McCarthy told USA TODAY Sports. "It will be in Phoenix. We have not announced details of its location, but I can confirm it will not be in Glendale. Same goes for the media center."

Other signature events, such as the Super Bowl Tailgate Party, the televised NFL Honors awards show and a slate of glitzy parties also are under consideration for different cities, he said.

Since last week, Glendale officials have been rushing to make nice with league executives. They've made phone calls and sent e-mails to reaffirm their commitment and excitement for the game.

"We're thrilled the Super Bowl is coming in 2015. We're ready. Let's not forget the game is 492 days away," interim Assistant City Manager Julie Frisoni said Thursday. "We are well ahead of the curve of where we need to be."

Still, NFL executives are worried about three major issues: access to thousands of parking spaces near the stadium, Glendale hoteliers' refusal to guarantee room prices and a general lack of leadership by Glendale officials, McCarthy said.

"We have to take this into account as we plan things further," he said.

The failure to land the high-profile NFL Experience and media center is a significant loss for Glendale, a city that has committed millions of dollars to project itself as a sports and entertainment mecca.

The NFL Experience is a sprawling interactive theme park that features games, displays, celebrity appearances and autograph sessions, among other attractions.

It was staged just outside the Glendale stadium for Super Bowl XLII in 2008 and attracted approximately 200,000 paying attendees during a seven-day period, according to the NFL.

The media center was in Phoenix in 2008, meaning that for the second time since the stadium opened in Glendale, the media's anchor point for the week preceding the Super Bowl will be outside the city.

The media center will serve as the headquarters for about 5,200 credentialed reporters, photographers and commentators who cover the game.

During the past week, Glendale officials have tried to bolster relations with NFL executives, noting that there's been significant turnover among City Council members and senior city staff members because of elections, resignations and dismissals since January.

Mayor Jerry Weiers acknowledged the disconnect during this past week's council meeting.

"Recently, criticism has been leveled at our city for lack of participation with the 2015 Super Bowl Host Committee. This criticism is partially accurate, but does nothing to improve the situation," he said while reading a statement.

"The bottom line is this: The city of Glendale wants to participate as much as possible with the Super Bowl Host Committee. We remain committed to fulfilling all of our responsibilities that were spelled out in our Super Bowl bid. The city is not completely without blame," he said.

"The relationship between the previous administration and the NFL is not as strong as it probably should have been and now the new council and manager are trying to play catch up," Weiers said.

City Manager Brenda Fischer and Frisoni reached out to NFL executives this past week to assure them that the city will meet its requirements, said Frisoni, who is heading the city's Super Bowl effort.

"The issues that they believe are issues, we do not believe they are issues. But if they believe they are, obviously we need to sit down and have conversations with them," she said.

The host committee is required to provide the NFL 35,000 cost-free parking spaces on secured, paved and lighted lots within a mile of the stadium on game day, according to Super Bowl bid documents. In addition, the host committee must provide 15,000 spaces beginning on the opening day of the NFL Experience, which now seems to be a moot point, or alternatively, beginning 10 days prior to the Super Bowl.

Although Glendale is not required to provide parking spaces, according to bid documents, city officials identified about 55,000 spaces within two miles of the stadium and passed along maps and other information to the host committee in 2011, Frisoni said.

According to the city's calculations, Glendale controls approximately 7,500 spaces within the Westgate Entertainment District near the stadium and an additional 3,500 spaces within about a mile of the stadium. The Arizona Cardinals control 14,000 spaces near the stadium. The remaining spaces identified by the city are controlled by other interests.

City officials are prepared to assist host-committee executives with the matter, Frisoni said. "We have completely lived up to every requirement that we have related to parking. And we will live up to every requirement we have in the bid packet," she said.

NFL executives remain concerned because they have yet to receive any details or specifics about the parking plan, which league executives expected last year, McCarthy said.